In my book THE ON-DEMAND BRAND and here in this blog, I have pointed out that the annual Ad Bowl mainstay has never quite been the "consumer-created" ad contest the media makes it out to be.(Listen to my "Confessions of a Crash The Super Bowl Winner" here and here for more.)

Rather than a showcase for everyday hopefuls with a Handicam and Hollywood dreams, the contest has often been won by arguably pro- and semi-pro filmmakers hoping to get the attention of other professional filmmakers and producers.

And for 2013, it's going into hyperdrive - with $1 million cash and a job with action movie ace Michael Bay, making it much more clear whom this contest is for, and what it's all about.